Your product isn't the problem. Your distribution might be.
A great product, a strong brand and passionate customers still won't scale without the right distribution engine. I've spent 14+ years building them.
Distribution first.
Always.
- PepsiCoLaunched StingFrom zero to national, starting with truck drivers at dhabas0 → National
- CreambellRan the zoneOwned sales and distribution for the whole zone₹200Cr+
- ElasticRunBuilt the FMCG engineFrom a blank sheet to a SoftBank-backed business0 → 1
Now I help founders fix the part of the business most startup advice skips.
Which one sounds like you?
Tap the line you've said out loud this month.
If any of these sound familiar, the problem may not be your product. It may be the system that takes it to market.
Built on the ground. Not in boardrooms.
I've spent my career on the other side of the advice.
14+ years across FMCG, consumer tech, sales and distribution at Varun Beverages, Devyani Food Industries, ElasticRun and Park+. At ElasticRun, I was part of a business that raised $330M from SoftBank.
The question was never "is this a good idea?" It was: how do we get this product into the market, get people to sell it, get consumers to buy it, and make the economics work?
Sales. Distribution. Execution.
What can we solve
together?
Choose the kind of help you need.
Not ready for a session? Start with the Playbook ↳
Not a 40-page deck.
A practical next step.
The objective isn't to make you feel good about your business. It's to make your business work better.
Your business doesn't need more advice. It needs better decisions.
Or stop for an hour and ask: is the engine underneath all of this actually working? Scaling a broken system doesn't solve the problem. It multiplies it.
You've probably seen it on Instagram.
Every week I break down what founders usually learn after losing money: margins, distributors, retailers, schemes, salesmen, GTM, working capital.
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